Author:
Cassinger Cecilia,Eksell Jörgen
Abstract
Purpose
The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia.
Design/methodology/approach
The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach.
Findings
Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process. These practices generate different forms of magic that facilitate transition and accommodate change.
Research limitations/implications
The study suggests that the theoretical lens of the anthropological concept of the rite of passage is useful to capture the mechanisms and practices of the transition from an old to a new place brand identity.
Practical implications
The approach outlined in this paper is relevant for brand development and planning in that it demonstrates the ritual features and magical qualities of branding. In contrast to the linear step-by-step approach to brand planning, the study visualises brand development as overlapping phases in a process.
Originality/value
The study demonstrates the value of anthropological insights into transition rituals for understanding how change is alleviated in the development of place brands.
Subject
Marketing,Strategy and Management,Tourism, Leisure and Hospitality Management,Urban Studies,Geography, Planning and Development,Business and International Management
Reference39 articles.
1. The four Rs of place branding;Journal of Marketing Management,2011
2. Magic in action: strategic management in a new economy,2003
3. My city – my brand: the different roles of residents in place branding;Journal of Place Management and Development,2013
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